How to Use Instagram as Part of Your Promotion Strategy
What is the deal with Instagram?
I've had two different clients talk to me about Instagram in the past week. They both expressed frustration and an overall sense of “I give up.” They've been putting hard hours into creating unique content and slowly gaining followers, but the return on engagement and click-through to brand materials hasn't been there.
When it comes to brand awareness and promotion, does Instagram cut it anymore?
They are not alone in this journey, friend, and I'm sure you can relate. The platform has been around long enough now, that many of us are left wondering if it is still a necessity for business. After all, it takes a lot of time. Is there somewhere else we should be dedicating these hours to make sure our brand is seen?
I used to ask myself these very same questions - I feel the pain. But the truth is…
Instagram is a necessary part of business in this modern world. But how we use it and rely on it has to change.
Instagram is losing membership, and TikTok is gaining. People are using TikTok and Pinterest as search tools, coming to these platforms to find solutions off of the app, whether that be purchasing the coolest travel gizmo on Amazon, getting a dupe for a beauty look, or finding a service provider to help them through an issue. Instagram is still a destination - people don't frequently open the app to do more than get inspiration or vibes.
So, how do you use Instagram with this information?
1. Keep up your page to show people who you are
In the modern consumer journey, especially the millennial consumer journey, when we learn about a brand we a) google them and b) look them up on Instagram. Make sure your page is kept up to date with new in-feed posts that show off the vibe you want to bring in ideal clients. This may mean you take a step back from viral-chasing reels, and go more towards case studies or mini-education moments.
2. Play with relevant NATIONAL trends, vs. app trends
Don't feel like you have to keep up with the Joneses on the latest reel trend or graphic. Subscribe to the Google Trends newsletter to get the latest on what people are searching for, and see if you have a topic to share on Instagram (and maybe re-share on TikTok) that would pique people's interests. This week, key things that were trending were “How to make pickled red onions,” and “tomato girl summer”.
3. Invite people to engage with you off the app
Make sure your calls to action are drawing people to your email list, blog, website, podcast - some kind of owned channel. Once you start making this ask more and more, your audience will get used to clicking off your page to find some new great nugget or piece of content.
Final Thoughts on Using Instagram as Part of Your Promotion Strategy
I hope these mini mindset shifts help you when you start thinking about the content you'd like to create on Instagram and how to use the platform for your promotion strategy moving forward. As a publicist, I truly believe social media has to be a PART of our marketing plan, which is why I help steer my clients in their content marketing strategy when they need it!
If you have more questions on social media strategy and how it plays with your PR, marketing, and business goals, be sure to sign up for our PR newsletter here and check out our free PR resource library here.
